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Public Relations Writing
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Table of Contents

Preface xiii CHAPTER 1 Writing for Public Relations 1 WHAT IS PUBLIC RELATIONS? 2 WHAT IS PUBLIC RELATIONS WRITING? 4 Uncontrolled Information 4 Controlled Information 5 TOOLS OF THE PUBLIC RELATIONS WRITER 5 THE PROCESS OF PUBLIC RELATIONS WRITING 6 KEY TERMS 7 CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8 ETHICAL CONSIDERATIONS OF PERSUASION 9 Logic Fallacies 9 Other Tactics 10 Unethical Language Use 11 Ethics and Ghostwriting 11 What the Public Relations Society of America Has to Say 13 THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15 Defamation 15 Privacy 16 Copyright 16 Copyright and the Internet 19 Users' Risks-The Bottom Line 21 Trademarks 22 KEY TERMS 23 CHAPTER 3 Planning and Research 24 DEVELOPING AN ISSUE STATEMENT 25 RESEARCHING THE TOPIC 28 Evaluating Internet Resources 30 ANALYZING THE TARGET AUDIENCE 32 Conducting Target Audience Research 32 AUDIENCE DEFINITION WORKSHEET 38 Anticipating Audience Expectations 39 SETTING OBJECTIVES 39 EVALUATION 40 TIMELINE 41 BUDGETING 41 Constructing a Basic Budget 43 Do You Need a Contract? 44 KEY TERMS 45 CHAPTER 4 Choosing the Right Message and Medium 46 THE PROCESS OF PERSUASION 48 ELABORATION LIKELIHOOD MODEL 50 Things to Note about the Elaboration Likelihood Model 50 Practical Advice for the Persuader 51 PERSUASIVE STRATEGIES 51 Compliance Strategies 52 Argument Strategies 53 CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56 Advantages and Disadvantages of Media Selections 58 NEGOTIATING MEDIA BUYS 61 Evaluating Your Media Buys 65 LEARNING TO ADAPT 65 KEY TERMS 66 CHAPTER 5 Media Relations and Placement 67 WHAT IS NEWS? 68 WORKING WITH THE MEDIA 69 Get to Know Journalists' Jobs 69 Get to Know Journalists as People 69 Guidelines for Dealing with the Media 70 Guidelines for Interviews 71 Guidelines for Correcting Errors 73 MEDIA PLACEMENT 73 Deciding Where to Place Your Message 73 Getting Your Message to the Media 76 Fitting Your Information to Your Outlet 77 PRESS KITS 80 Cooperation Is the Key 83 KEY TERMS 83 CHAPTER 6 News Releases and Backgrounders 84 WHAT IS A NEWS RELEASE? 85 WRITING A NEWS RELEASE 86 The Lead 86 Quotations and Attributions 88 Local Interest 90 NEWS RELEASE FORMAT 91 Timing and Dating Releases 93 Datelines 93 Exclusives and Specials 94 TYPES OF NEWS RELEASES 94 Product Releases 94 Event Announcements 104 Personnel Releases 104 Tips/Hints Releases 104 WRITING NEWS RELEASES FOR BROADCAST 109 PITCH LETTERS AND MEDIA ADVISORIES 112 Pitch Letters 112 Media Advisories 113 BACKGROUNDERS 117 FACT SHEETS 118 KEY TERMS 124 CHAPTER 7 Design, Printing, and Desktop Publishing 125 DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU126 DESIGNING PUBLIC RELATIONS MATERIALS 127 PRINCIPLES OF DESIGN 130 Balance 130 Proportion 131 Sequence and Emphasis 133 Unity 137 Grids 140 Alignment 140 Type and Typefaces 142 WORKING WITH PROFESSIONAL PRINTERS 146 Printing Processes 146 Paper Choice 148 Ink Choice 151 Binding 152 Swipe Files 153 Computer Layout Preparation for Printing 153 Print Order Preparation 154 A WORD ON DESKTOP PUBLISHING 155 PRINT SCHEDULING AND BUDGETING 157 Scheduling 157 Budgeting 158 KEY TERMS 160 CHAPTER 8 Controlled Publications 161 NEWSLETTERS 162 Types of Newsletters 162 Why a Newsletter? 163 Content 166 Objectives 167 Scheduling and Budgeting 167 Articles 167 Story Ideas 169 Researching Stories 171 Design Considerations 171 Style Sheets 172 MAGAZINES 172 Content and Format 175 Types of Articles 176 TRADE JOURNALS 177 FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177 Feature Style 178 Writing the Feature Story 181 Common Types of Features 187 EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188 Writing Headlines 188 Writing Subheads and Crossheads 194 Writing Captions 194 Writing Pull Quotes 194 EDITING YOUR ARTICLES 195 EVALUATION 196 Methods of Evaluation 196 Evaluating Your Production Schedule 196 BROCHURES 205 Planning Your Brochure 205 Fitting It All Together 208 OTHER INFORMATION PIECES 219 Flyers 219 Posters 221 Booklets and Hybrids 223 ANNUAL REPORTS 226 Audiences 228 Contents 228 Writing for Annual Reports 230 The Nonprofit Annual Report 232 KEY TERMS 236 CHAPTER 9 Television and Radio 237 REACHING BROADCAST AUDIENCES 238 Video News Releases 238 Radio and Television Tapes and Actualities 240 Interviews and Talk Shows 240 Corporate Advertising and Public Service Announcements 240 WRITING FOR TELEVISION 241 Basic Concepts 241 Writing for the Eye 243 Television Scripts 243 WRITING FOR RADIO 256 Types of Radio Announcements 257 How to Get Your Public Service Announcements on the Air 259 KEY TERMS 263 CHAPTER 10 Speeches and Presentations 264 TYPES OF SPEECHES 265 MODES OF DELIVERY 265 PREPARATION AND WRITING 266 Specifying Your Purpose 266 Analyzing Your Audience 266 Organizing Your Speech 267 Supporting Your Ideas 270 DELIVERY 270 THE QUESTION-AND-ANSWER SESSION 271 PRESENTATION MATERIALS 271 Preparing Audiovisual Materials 272 Scripting for Audiovisuals 274 KEY TERMS 276 CHAPTER 11 Writing for Web and Social Media 277 THE CHANGING LANDSCAPE 278 A Quick Word about Writing for Web Sites 279 OK, Let's Get on with Web 2.0 281 BLOGS AND BLOGGING 282 What to Blog About 283 Writing Blog Posts 284 How to Write Comments on Blogs 285 Micro-Blogging and Twitter 288 How to Write Twitter Posts 288 THE EVOLUTION OF THE PRESS RELEASE 290 Standard Release Format 290 Search Engine Optimized Releases 291 Social Media Release 292 How to Write a Social Media Release 292 CREATING AN ONLINE NEWSROOM 298 What to Include in Your Online Newsroom 299 Online Newsrooms to Study 301 KEY TERMS 303 Glossary 305 Index 317

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